How do you explain content marketing

without getting frustrated?

In Content Marketing,the Content IS the Ad(Not to be confused with the content of your ad)

Which one are you more likely to trust?

AdContent

Editorial Content

Types of Content

Text (e.g., blogs)

Photos

Videos

Audio (e.g., podcasts)

Infographics

Stop Thinking Like an

Advertiser

Start Thinking Like a

Publisher(But with a Goal)

Publishers Ask:

What gets someone’s attention?

(Someone = Your Ideal Customer)

Batman: The Dark Knight Rises

Content Marketing Disguised as a Crime Scene

“Investigation”

AudioDeciphered Sound Clip

Twitter#thefirerises @thefirerises

WebsiteIbelieveinharveydent.com

Growing Your Audience: Two Steps

ContentPromotion

ContentCreation

We’ll share what she’s creating!

Step 1 Step 2 Step 3

IdeasProductService

?Profit

Followers

Guest blogging is not a strategy.

Neither are infographics.

Nor is “Let’s make a viral video!”

These are tactics.

Content Strategy

Specific Goals

Tactics

Content Strategy: Business Objectives

Increase Brand AwarenessExpand Customer SupportPersonal BrandingIncrease RevenueSell More of Product XMore Leads

Increase Unique VisitorsIncrease PageviewsImprove Customer RetentionBoost SEOCommunity ManagementHigher Conversion Rate

Specific Goals: What actions do you want your audience to take?

Newsletter Sign-up Set up an Appointment

Free Trial

Register for a ClassTry Your Recipe

Provide an Estimate

Demo Sign-up

From Third-party Forum to a Website Visit

From a Blog Post to a Video View

Content that people

care about.

What content will resonate the most with your audience?

Photo: StockPhotoStudio.com

PersonasDemographics + Psychographics of Your Target Market

Fictional Characters that Represent Ideal Customers

DemographicsAgeGenderLocationJobEducation LevelExperience LevelMarital StatusHealth Status

PsychographicsNeedsWantsPersonal InterestsBusiness InterestsBuying BehaviourProduct Research HabitsLifestyle ChoicesDigital Device Usage Frequency

+

Samuel Jackson:Confident Tough Guy

AvengersCaptain AmericaStar Wars (Episodes 1-3)Pulp FictionDie Hard 3Snakes on a PlaneThe Long Kiss GoodnightThe NegotiatorDeep Blue SeaJackie BrownA Time to Kill

Typecast!

BrainstormKeywords & Ideas

Tools

Mindmeister.com (PC)

MindNode.com (Mac)

Gliffy

OmniGraffleContent

Marketing

Guest Posts

Trendy Idea

Trends

More

Cool Idea Best

Idea

Ok Idea

Audio

Video

Use Mind Mapping Tools for Brainstorming

Persona Mind Map

Business InterestsA doctor starting a practice has more potential than one who is close to retirement.

Business Type

Keyword (Services) & Ideas Mind Map

Connect Keywords/Ideas to Personas

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Starting a Practice

Plastic Surgeon

Mobile / Responsive Website

Result

ContentCreate content about the importance of mobile websites/responsive design for plastic surgeons.

Possible TacticsPublish an article in a plastic surgery magazine.

Offer a short ebook as incentive to sign-up for your newsletter.

Create an infographic showing how prospects are using mobile devices more than before.

Video interview a plastic surgeon who has had success with responsive design.

AnticipateConsumer Needs

(i.e., Search Intent)

90%Discount!

Missed an opportunity?You Didn’t Anticipate Consumer

Needs

vs.

Lauren LukeSales: eBayMarketing Budget: $0Videos: HomemadeVoice: HumanYouTube Followers: 559,000

SephoraSales: Retail & OnlineMarketing Budget: $20 MillionVideos: ProfessionalVoice: CorporateYouTube Followers: 215,000

Ask Customer Service(or Whoever Answers the Phone)Use a SpreadsheetSoftwareSaaS

Ask Prospective ClientsGoogle Consumer Surveys

Get Info DirectlyFrom Your Audience

Ask Current ClientsSurvey Monkey

Data Research

Get Demographic InfoGoogle Public Data Explorer

Google Display Planner (AdWords)

Google Analytics

Data & Stats Search EnginesZanran

Data360

GetTheData

Consumer BehaviourConsumer Barometer (by Google)

Break Down SilosAsk Other Departments

Content marketing works because people really want to…

(a) Hire you.

(b) Be sold to.

(c) Marvel at a product’s features.

Content marketing works because people really want to…

(a) Hire you.

(b) Be sold to.

(c) Marvel at a product’s features.

(d) Solve their problems.

How do you get a deal on Dragon’s Den?

Solve a Problem

While Somebody Out There Really Wants to Know…

This is not content.It’s crap.

Every Time You Publish Crappy Content, A Puppy Dies

Prove That Your Content is:

UsefulEducationalEntertainingWorth Consuming

Do You PracticeSmart Content Marketing?

The Social Secret Behind…

Crowdsourcing

This is your target audience.If you want your content to resonate with them,

just ask them what they want!

Crowdsource Suggestions

Google SuggestTool: ubersuggest.org

Mine CommentsCheck Quora (Q&A) ReviewsRead, Watch & Listen

Follow Twitter Hashtags Especially: Events, Twitter Chats & Trends

Crowdsource by LurkingImmerse Yourself in Your Audience

Subscribe to NewslettersBlogs & Online Magazines

LinkedIn Groups

Duplicate Content is Evil.Don’t Go There.

Instead of Duplicating Content,Repurpose it!

Give Conference Talk Write Blog PostPost Slides

Write BookPublish Video

Guest Post

Create Infographic

Test Page Layouts

Plugin to ConsiderCrazyegg Heatmap Tracking

Content Discovery PluginsOutbrainZemanta (Editorial Assistant)TaboolaEngageYa (Cross Promotion)nRelateEasy Tynt

Spread Your ContentAttract People From Other Sites

Other Articles From Blogger’s Own Website

Related Article

from Your Website

Click to TweetContent Sharing

Customize Messages With Pre-made Tweets

Plugins to ConsiderClickToTweet.com

Share to Unlock

Plugins to ConsiderOnePress Social LockerWP Share to Unlock

It’s not about being everywhere.

It’s about being in right place for your strategy.

Adapt& Customize

#2Search Engine

Consider DifferentVideo Platforms

Kogi Korean BBQ

Official Book Website: www.smartcontentworks.com

Content Marketing Ideas